In the same way that people choose the cars or houses they buy, there is something highly individualistic about the college they choose. When people say, “This is it. This is what I want.” What exactly is that elusive “it”?
Bob Longmire of Longmire and Company, Inc. set out to find the answer.
What he found was that “75 percent of those surveyed in the study said they would reconsider a college they initially thought was too expensive if the college could demonstrate greater value.”
What is that greater value?
According to the students and parents surveyed, the answer is that students are simply excited about attending.
But do colleges realize this? Not necessarily. Many colleges spend a lot of time with facts and details they see as selling points: great graduation rates, and high job placement after graduation.
However, as Longmire says, “students do not get emotional about outcomes … And emotions drive decisions.”
In fact, Longmire found that emotion forms a distinct memory of the moment when students knew the college was for them — they could remember the weather, the people they were with, and in detail.
What excites students can become the value proposition that convinces them that they will find that excitement at this college.
And it’s been said many times in many ways, but what it all comes down to in enrollment management is that it must be “student-centric.” When a college offers something a student values — and it’s imperative to have conversations with prospective students to determine what that is — this will generate excitement about attending.
By Sean Hill, Senior Content Writer, Capture Higher Ed